MEDIA CATEGORY: Vodafone — Red Light Application (Agency: Y&R Istanbul)
In Turkey, one in three women is a victim of domestic violence. Vodafone aimed to help and empower women with the launch of a discrete application that allowed women to simply shake their phone to inform friends, family members, and the authorities they were in distress. One of the cleverest parts of the work was the way it was kept hidden from abusers, by only being promoted through targeted content such as beauty tutorials, lingerie garment labels, or waxing strips. The ad agency behind teh campaign said it was downloaded almost 7,000 times, and activated some 3,591 times.
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